HealthyBaby diapers, a new brand from the founders of the Happy Baby Organics food and formula brand, are now available at 378 Target stores as well as online in the U.S. market. The premium-based diapers, which were previously only available online, are largely made up of plant-based materials and are certified as being free of more than 2800 harmful chemicals.
 
The higher priced diaper brand was created by Shazi Visram, whose mission to improve health from preconception to pre-K by pioneering baby care products that meet the highest safety standards started in 2002 and most recently resulted in the first-ever Environmental Working Group (EWG)-verified diaper. The EWG verification ensures that the products met the strictest standard for health and transparency developed by a team of chemists and toxologists.
 
The launch is indicative of a larger trend in the baby space for clean ingredients and environmentally friendly perceptions, according to company founders. Parenting platform What to Except found in its 2023 Diapering Survey that one-third of moms are using eco-friendly or natural disposable diapers. More than half of moms – 53% – said they purchased eco-friendly or premium diapers brands in the past six months, a 56% increase from the number who said the same in 2017. And while Pampers and Huggies remain category leaders, the survey found that 8% of parents had purchased or received Healthybaby diapers.